Deck 3: Scanning the Marketing Environment

Question 1

A manufacturer of major appliances uses environmental scanning and identifies various trends.Which of the following trends might be more relevant to this manufacturer's success in terms of product development?

A)the growth in electronic commerce.
B)advances in biotechnology, cosmetic surgery, and cancer drugs.
C)new legislation related to digital copyright, intellectual property protection, and consumer privacy.
D)eco-consciousness.

Answer 1

D

Question 2

A company engaged in environmental scanning is:

A)taking into account the effect its marketing activities can have on plants and animals in our environment.
B)continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
C)maintaining a time constant horizon in its strategic planning process.
D)maintaining retail customer databases.

Answer 2

B

Question 3

You are in charge of the marketing program for a consumer electronics company.You have been asked to think about developing a plan that will allow the firm to grow sales by at least 10 percent each year for the next five years.Prior to developing these plans you should engage in which of the following processes?

A)ecological/technological forecasting.
B)macroeconomic analysis.
C)environmental scanning
D)strategic planning.

Answer 3

C

Question 4

The United Way of Canada found in a recent survey that more individuals were planning on volunteering their time in 2014,than they did in 2013.This survey is an aspect of:

A)social needs forecasting.
B)transactional exchange.
C)macroeconomic analysis.
D)environmental scanning.

Question 5

Statistics Canada revealed that coffee consumption in Canada has risen to over 90 litres.Sports drinks,energy drinks,and bottled water all saw increases in consumption as well.But tea and soft drink consumption actually declined.This type of information is the result of:

A)ecological/technological forecasting.
B)environmental scanning.
C)macroeconomic analysis.
D)strategic planning.

Question 6

A company that experiences truncated future growth when launching a new product,may have failed to initially engage in:

A)Environmental scanning
B)Competitive intelligence gathering
C)Company protection
D)Business modeling

Question 7

Responding to the movement towards reducing our carbon footprint,the federal government recently made financial incentives available to Canadians who made their homes more energy-efficient.According to an environmental scan of Canada,this growth in eco-consciousness reflects a change in _____ forces.

A)economic
B)competitive
C)technological
D)social

Question 8

Facebook has faced significant scrutiny from many privacy regulators since its creation,including from Canada's Privacy Commissioner,which forced Facebook to undergo numerous account changes to make controlling your privacy settings easier.Facebook was influenced by which force?

A)regulatory and legal
B)economic
C)technological
D)social

Question 9

According to one of the world's largest publishers,it was unprepared for recent increases in the demand for books about security.To prepare for the shift in demand,the publisher should have engaged in:

A)tracking environmental trends as a part of its ongoing operation
B)noticing changing demographics
C)noticing changes in ethnic composition
D)shifting funds from its product development department

Question 10

You are the Director of Marketing for Starbucks.You are doing an environmental scan to help you create a three-year marketing plan for the Canadian market.Which of the following environmental trends should you consider the MOST important?

A)Coffee consumption in Canada has risen to over 90 litres.
B)By the year 2012, baby boomers will control more than 65 percent of all consumer expenditures.
C)The largest cities in Canada have all seen a rise in dual-income couples who bring with them larger disposable incomes.
D)By the year 2013, robotics will play a major role in North American society.

Question 11

Boston Consulting Group is giving a presentation to one of their clients and highlights different trends that are affecting the business environment.They conclude that all of the following are environmental trends that typically arise from each of the following sources except:

A)economic forces
B)technological forces
C)competitive forces
D)managerial forces

Question 12

Changes in the marketing environment are a source of _______ and _______ to be managed.

A)strengths; weaknesses
B)opportunities; threats
C)competitive advantage; competition
D)income; growth

Question 13

Which of the following statements regarding environmental scanning is most accurate?

A)Environmental scanning changes the marketing environment.
B)Environmental scanning identifies and interprets potential trends.
C)Environmental scanning should be done at least every five years.
D)Environmental scanning focuses primarily on geographical factors.

Question 14

As the cost of wireless connectivity,Internet service,and smartphones declined,social networking became affordable for consumers around the world.Facebook has leveraged this __________ force.

A)social
B)technological
C)economic
D)competitive

Question 15

A marketing manager for Foster Parent's Plan of Canada reads in Macleans that despite the Internet and television,Canadians are actively engaged in their communities.Over fifty percent have performed volunteer work and almost 80 percent have donated money to charities.She asks research and development personnel to identify possible new ad campaigns that will encourage this high levels of community-connectedness to continue.This ad campaign change is the result of the managerial activity:

A)ecological/technological forecasting.
B)environmental scanning.
C)macroeconomic analysis.
D)strategic planning.

Question 16

Use of Facebook has grown significantly in developing countries over the last couple of years as internet and smartphone connectivity has increased as well in these countries.This rising trend is an example of _____ forces.

A)economic
B)competitive
C)technological
D)social

Question 17

With more individuals wanting tools for obtaining information,offering opinions,and interacting with friends,Facebook was influenced by which major force?

A)social
B)technological
C)economic
D)competitive

Question 18

As a consultant with Accenture,you frequently engage in environmental scanning on behalf of your clients.Which of the following statements about environmental scanning best describes what actually happens?

A)Environmental scanning changes the marketing environment.
B)Environmental scanning focuses primarily on geographical and meteorological factors.
C)Environmental scanning is an annual event.
D)Environmental scanning identifies and explains potential trends.

Question 19

Bell Canada frequently commissions numerous studies of the market to gather information on events outside the organization and learn and interpret any trends.Bell is engaging in which activity?

A)Outsourcing
B)Competitive intelligence gathering
C)Company protection
D)Environmental scanning

Question 20

A marketing manager for United Way reads in a business journal that despite the Internet and television,North Americans are actively engaged in their communities.54 percent have performed volunteer work and 78 percent have donated money to charities.She asks research and development personnel to identify possible new ad campaigns that will encourage this high levels of community-connectedness to continue.This ad campaign change is the result of the managerial activity:

A)ecological/technological forecasting.
B)environmental scanning.
C)macroeconomic analysis.
D)strategic planning.

Question 21

More magazine is a new publication designed to appeal to women over the age of 40.Demand for such magazines is an example of how changing _____ characteristics impact the marketing environment.

A)cultural
B)behavioural
C)occupational
D)demographic

Question 22

TB Figure: 1
According to TB Figure 1 above,in what year will the population totals for people under 14 and people over 60 be relatively the same?

A)Sometime in the 1950s
B)Sometime in the 1990s
C)In the year 2008
D)Sometime in the 2040s

Question 23

A magazine that appeals to single parents has noticed an increase in monthly subscription sales over the last several years.After completing their environmental scan,they attribute this increase to a change in which force in the marketing environment?

A)economic
B)competitive
C)technology
D)social

Question 24

Walmart decides to run two different ads in Toronto,Ontario.One,in a predominant Chinese market,is written in Chinese; the other,in a large Italian area,is written in Italian.Walmart is engaging in what type of marketing?

A)discriminatory marketing
B)micromarketing marketing
C)social marketing
D)ethnic marketing

Question 25

The fastest growing population segment in Canada was born between 1946 and 1964.This segment is known as:

A)generation X
B)baby boomers
C)generation Y
D)mid-millenials

Question 26

A day care conducted a survey and found that 60 percent of Canadian women work outside the home and are no longer home to watch children that are too young for school.The day care offers a special that says: "Heading back to work after maternity leave? Leave the kid watching up to us!" The day care is taking advantage of which trend?

A)competitive trend
B)family trend
C)regulatory trend
D)cultural trend

Question 27

Sir Galahad's is a high-fashion boutique selling top-of-the-line men's clothing and accessories.The keys to Sir Galahad's success include knowing men's changing fashion tastes and providing something different from other clothing retailers.In addition,because of the high value of the merchandise,Sir Galahad's management is searching for information on available computerized inventory controls and sales order processing.From this description,one can infer that the environmental category of least importance to Sir Galahad's is:

A)regulatory.
B)economic.
C)technological.
D)social.

Question 28

Changes in social forces can have a dramatic impact on a marketing strategy,some of these social forces in the environment include the demographic characteristics of the population,and it's _____.

A)living standards
B)social class
C)values
D)dialect

Question 29

Over 50 percent of the Canadian population is located in just the top 10 CMAs in the country,which include such cities as Toronto,Montreal,Vancouver,Ottawa,Calgary,and Edmonton.In this instance,CMAs stands for:

A)Canadian metropolitan area
B)Census metropolitan area
C)Certified metropolitan area
D)Canadian market area

Question 30

Kraft Canada launched a specific microsite for new Canadians who recently arrived from South Asia,called Kraft Ka Khana.As a multicultural marketer,Kraft can do many of the following examples of things to engage with a diverse audience,except ________.

A)start to customize, not generalize
B)build a relationship with your ethnic Canadian customers.Acknowledge them as Canadians while respecting them for being different in their culture and value systems
C)build stereotypes
D)spend your resources in gaining knowledge of these ethnic markets, including good field research

Question 31

In many Inuit communities in Northern Canada,elders pass on values,ideas,and attitudes through stories and songs to members of their generational family.These items that are learned and shared among members of a group are collectively known as:

A)culture
B)ethnicity
C)pychographics
D)ethnographics

Question 32

TB Figure: 1
According to TB Figure 1 above,by the year 2050,which age group is projected to account for most of the world's population?

A)0-14
B)15-59
C)60-69
D)70-79

Question 33

Michael is recently divorced and has two children.He moves in with Leanne,also a recent divorcee who has one child.How is this new family structure classified?

A)Brady Bunches
B)Blended families
C)Merged families
D)Hallmark families

Question 34

By 2011,the Canadian population is estimated to be 34 million; by 2050,it is expected to be 43 million and even more ethnically diverse.This demographic information is part of which environmental factor?

A)social
B)technological
C)regulatory
D)economic

Question 35

The local City Hall is assessing the need to build an additional community centre in the town.To be successful,they need to understand demographic shifts in the population and various cultural changes in their community.The City will be most concerned with which force?

A)ecology.
B)macroeconomic conditions.
C)regulatory forces.
D)social forces.

Question 36

You are the Director of Marketing for Starbucks.You are doing an environmental scan to help you create a three-year marketing plan for increasing your presence in Canadian post-secondary institutions.Which of the following environmental trends should you consider the MOST important?

A)Consumption of coffee by 18- to 24-year-olds is now at a record high.
B)By the year 2012, baby boomers will control more than 65 percent of all consumer expenditures.
C)The largest cities in Canada have all seen a rise in dual-income couples who bring with them larger disposable incomes.
D)Coffee consumption in Canada has risen to over 90 litres.

Question 37

Shoppers Drug Mart has been opening an increasing number of stores in areas where the 'baby boomer' generation makes up a large proportion of the population.Which force is likely playing a factor in these decisions?

A)ecology.
B)macroeconomic conditions.
C)regulatory forces.
D)social forces.

Question 38

Per capita income ranges from $115,000 in Luxembourg,to $50,000 in Canada,to $600 in Afghanistan.Per capita income is a component of which environmental category?

A)cultural
B)behavioural
C)occupational
D)demographic

Question 39

The United Way of Canada is constantly monitoring different social forces in the marketing environment.Which statement below most accurately relates to social forces?

A)empower workers to improve their performances.
B)usually have little impact on marketing strategy.
C)include reduced emphasis on trade regulation.
D)include demographics and values.

Question 40

TB Figure: 1
According to TB Figure 1 above,in 2005 the approximate size of the world population of those aged 0-14 was

A)5.5 billion
B)4 billion
C)1.5 billion
D)1 billion

Question 41

Anya has been instructed to prepare a short paper on her ancestry.She has asked some friends to explain the topic to her.Which of the following statements offers the BEST explanation?

A)She is supposed to write about her family's customs.
B)She is supposed to describe the personalities in her family.
C)She is supposed to write about the ethnic composition of her family.
D)She is supposed to write about any geographical shifts her family has made and how it changed them.

Question 42

Drug companies promoting pharmaceutical products designed to address incontinence and erectile dysfunction vie for a share of this growing market in attempting to lure _______.

A)echo-boom members
B)baby boomers
C)members of Generation Y
D)Generation Xers

Question 43

'Survivor' has been a very popular television show.It shows a group of sixteen strangers being placed in two competitive teams of eight.Each team must survive in a natural environment that is harsh and demanding.A reviewer described one of the teams in Survivor Africa as being baby boomers versus Generation X.What do you infer from this statement?

A)The reviewer was surprised that baby boomers and members of Generation X were not cooperating because they usually do.
B)That people over the age of 50 will more than likely conflict with people born after 1980.
C)Baby boomers want the same things as Generation X members; this caused the conflict between them.
D)This behaviour was to be expected because baby boomers and members of Generation X are typically very different from each other.

Question 44

The generation of children born to baby boomers,a period of increasing births,is sometimes referred to as a(n):

A)baby boomer
B)baby buster
C)boomerang
D)echo-boom

Question 45

Which of the following statements about baby boomers is NOT true?

A)Baby boomers account for the majority of the purchases in most consumer product and service categories.
B)Generally, baby boomers are receptive to anything that makes them look and feel younger.
C)Baby boomers will change their buying behaviour to reflect concern about their children and future retirement issues.
D)With advances in modern medicine, the aging baby boomer group is experiencing less age-related health problems.

Question 46

By 2050,the median age in Canada will increase by almost:

A)2 years.
B)4 years.
C)5 years.
D)9 years.

Question 47

A new travel company decides to launch a 'concierge-style' travel service that organizes everything from pick-up at home,transport to the airport,and all the little aspects of the subsequent trip,such as transportation and meals.Further,they have selected all of the hotels to be wheelchair- and walker- friendly.Who is the likely target market for this travel company?

A)infants.
B)people over 50 years of age.
C)children of baby boomers.
D)teens.

Question 48

The Government of Canada recently completed a population census.Their findings indicate that generally,the population of Canada is becoming:

A)younger and more diverse.
B)older and more diverse.
C)younger and less diverse.
D)older and less diverse.

Question 49

The principal source of growth in the Canadian population will be from:

A)an increasing birth rate.
B)an increasing rate of multiple births (twins, triplets etc.).
C)emigration.
D)immigration.

Question 50

While watching the recent election or SuperBowl,a Twitter hashtag was superimposed at the bottom of the television screen,encouraging viewers to tweet their thoughts about the event.Considering that 65 percent of Canadians are also using this space for accessing the internet and using various gadgets,experts are referring to this shift as the new:

A)digital living room
B)internet space
C)digital domain
D)internet domain

Question 51

Why might a new company decide to target baby boomers,as opposed to Generation X?

A)include most of the important business leaders in Canada.
B)represent a small proportion of the population but have large disposable incomes.
C)have the longest life expectancies, and therefore, they will remain active in the market place for the longest period of time.
D)have experienced increased earnings and they account for the majority of consumer product purchases.

Question 52

Which generational cohort is the Samsung ad in TB Figure 2 below most likely trying to reach? TB Figure: 2

A)Generation X
B)Baby boomers
C)Generation Y
D)The baby bust generation

Question 53

Toyota Canada recently developing a spin-off company to develop and market a new brand of vehicles called Scion to appeal to the Generation Y group,while still marketing their traditional brands,such as the Toyota Camry,to the baby boomers is an example of:

A)age cohort marketing.
B)generational marketing.
C)chronological automobile marketing.
D)ageist marketing.

Question 54

HSBC Bank International Ltd.(Europe's largest bank)selected its advertising agency because that agency was "always sensitive to the possibility that something might not translate well or may offend superstitions about colours or numbers." Its advertising agency was responsive to

A)psychographic differences.
B)population shifts.
C)racial and ethnic diversity.
D)a value consciousness.

Question 55

Environmental scans have shown that the population of Canada is undergoing dramatic change.For example,the number of people in this country who are between the ages of 20 and 34 has declined since 1990.On the other hand,the number of people who are 65 years of age or older has increased.These changes in the Canadian population are examples of _____ changes to which marketers must respond.

A)cyclical population
B)psychographic
C)demographic
D)situational segment

Question 56

When individuals publish information on social networking sites,such as Facebook,Twitter,or Google+,they are generating what type of content?

A)user-generated content
B)self-published content
C)social media content
D)self-generated content

Question 57

Since the mid-1970s,there has been a major shift in the Canadian population from rural to urban areas.In fact,more than _______ of Canadians are urban dwellers.

A)60%
B)70%
C)80%
D)90%

Question 58

When assessing the viability for a new store location,Starbucks will review the population distribution,income,and occupation of those residents that inhabit each area.Which item below is Starbucks most concerned with?

A)cultural census
B)psychographics
C)social audit
D)demographics

Question 59

Marketers are activating traditional 'static' messaging and products by employing which mobile technology to engage consumers?

A)QR Codes
B)foursquare
C)Facebook
D)Twitter

Question 60

When a local coffee shop launches a new mobile version of their traditional website that can be found using a mobile phone,the coffee shop recognizes the importance of:

A)mobile marketing
B)easy-to-read font
C)user-generated content
D)e-marketing

Question 61

Since the mid-1970's,the major shift in Canadian population has been:

A)from urban to rural areas.
B)from rural to urban areas.
C)from western to eastern provinces.
D)from north to south.

Question 62

Over the last three years a local homebuilder has received an increasing number of requests that ask for the home to include several living areas for extended family members staying long term.The major driver of this shift is:

A)changes in the Canadian family structure
B)the baby boom
C)geographic shift
D)population trends

Question 63

Marketers can now reach large segments of the Canadian population efficiently and effectively because:

A)most Canadians are located outside of four major urban regions
B)since the 1970s there has been a major shift in the Canadian population from urban to rural centres
C)the top 10 CMAs account for more than 50 percent of the Canadian population
D)more than 80 percent of Canadians are rural dwellers

Question 64

Mobile marketing is perhaps the core emerging digital platform for marketers because more than ____ million Canadians have mobile phones.

A)16
B)21
C)26
D)31

Question 65

The trend toward eco-consciousness has opened up numerous opportunities for creative businesspeople who are often referred to as:

A)green inventors
B)green entrepreneurs
C)ecopreneurs
D)eco-inventors

Question 66

When compared to baby boomers,members of Generation X:

A)save, plan for retirement and take advantage of retirement plans much earlier.
B)are less demanding as consumers.
C)are more extravagant.
D)account for a higher percentage of purchases of consumer products.

Question 67

When Holiday Inn decided to create a new version of their traditional hotel chain called Holiday Inn Express,they recognized that consumers were concerned about obtaining the best quality for a given price.This concept is known as:

A)price matching
B)value consciousness
C)value purchase
D)value business model

Question 68

Developing marketing plans to reflect the unique attitudes,ancestry,communication preferences,and lifestyles of ethnic Canadians is called ______.

A)trend marketing
B)ethnic marketing
C)target marketing
D)local marketing

Question 69

Which major demographic factor most likely accounts for a step-parent purchasing one of Hallmark's specially-designed cards and verses?

A)changes in the Canadian family structure
B)the baby boom
C)geographic shift
D)population trends

Question 70

The retailer Target decided to open their first twenty stores in Canada in all markets that have a population of 100 000 or more,Target was focused on _____________ areas.

A)census municipal
B)regional marketing
C)census metropolitan
D)micropolitan statistical

Question 71

How are Generation Y members likely to view wireless communication?

A)critical aspect to their lives
B)a learned concept, because they remember when there was no wireless communication
C)something of the past
D)something they are still learning

Question 72

Search-Engine Optimization (SEO)refers to the concept of:

A)using various techniques to move your content to the top of the first page
B)using various techniques to keep your content confidential
C)ensuring your newsletters do not end up in someone's spam email box
D)mass marketing

Question 73

When the maker of a popular mobile search application utilizes gesture,touch,and voice in a way to mimic how we operate day-to-day,the application maker recognizes which of the following rising trends?:

A)natural user interfaces
B)smartphones
C)digital living room
D)predominance of Gen Y members to have a smartphone

Question 74

Marketers are using social media to engage different ethnic groups because it allows for customization of the messages,images,and languages used.This is important because by 2031,it is estimated that _____ percent of the Canadian population will be part of an ethnic group.

A)21
B)31
C)41
D)51

Question 75

Bernadin Canning products recently launched a new home canning,jarring,and preserving DIY kit.Which consumer group is likely to be the target of this traditional activity?

A)Generation X
B)Generation Y
C)Baby boomer
D)A liberal cohort

Question 76

By 2031 and shortly thereafter,visible minorities will represent the majority of the population of ________ and _________.

A)Calgary; Winnipeg
B)Toronto; St.Catharines
C)Ottawa; Halifax
D)Vancouver; Toronto

Question 77

Lawyers often joke that they will never run out of business because of the increase in blended families.This is because ____ percent of all first marriages in Canada end in divorce?

A)25
B)30
C)50
D)65

Question 78

Which of the following does NOT constitute one of Canada's top 10 major CMA urban regions which in total account for over 50 percent of the Canadian population?

A)Toronto
B)Edmonton
C)Calgary
D)Saskatoon

Question 79

Which of the following statements accurately describes a recent trend in the Canadian family?

A)About 50 percent of all first marriages end in divorce.
B)There is an increase in traditional families.
C)Nearly one-half of all households now consist of people who live alone.
D)About 20 percent of all marriages end in divorce.

Question 80

The average Canadian family size is about:

A)2 persons.
B)3 persons.
C)4 persons.
D)5 persons.